The foundation of the What’s The Idea? brand strategy framework is “claim and proof.” Say what you are good at and what consumers want, then prove it every day. Get the claim and proof right and you won’t have to reinvent the marketing wheel every year.
I don’t mean to pick on Memorial Sloan Kettering Cancer Center whose claim “More Science (actual claim), Less Fear (marketing benefit)” is terrific, but they provide a good example of my dumbing down the proof point. In a print ad that ran this weekend, MSKCC supported its claim with their history of breaking new ground in immunotherapy. But then they dropped the ball in providing proof of how it works. Perhaps they thought we weren’t smart enough to read longer copy. (“People don’t read copy,” I’ve heard more than once.) I am aware of a home improvement company who cautions field reps to “keep it simple.” “Don’t give consumers too much to think about, you may talk them out of an appointment.”
Whether MSKCC or a home remodeler, it’s important to find proof that allows consumers to believe you. To trust you. To remember you. Good proof (read yesterday’s post for an example) is the fastest way to sales conviction.